How do you make home security less heavy and less, well, creepy? We helped Dropcam refine their positioning from “A Wi-Fi–enabled security system” to “A super-simple way to check in on your home, kids, pets or business.” This new positioning expressed in a clever and funny tone did the trick. Our fully integrated campaign saw sales in the ad-supported market jump by 70% in the United States and 300% in Canada. Dropcam became the market leader in a very crowded space and was acquired by Nest Labs (a Google company) for $555 million.
We helped Dropcam refine their messaging strategy, then led their go-to-market efforts with a multi-market integrated campaign.
From misbehaving pets to irresponsible babysitters, situational humor was used to highlight the benefits of catching everything on Dropcam.
The integrated campaign involved television, digital, out-of-home, and radio. All with a consistent, entertaining voice and high-end design.